mobile seo
DESCRIPTION
Get a clear understanding of the fundamental principles of mobile SEO, paying particular attention to the factors impacting mobile ranking, the key building blocks that need to be put in place in order to ensure efficient and effective mobile SEO.TRANSCRIPT
Phone: 0800 019 6813www.accuracast.com
Mobile SEO
by
Farhad Divecha
© 2008 AccuraCast Limited
Phone: 0800 019 6813www.accuracast.com
Introduction
Name: Farhad Divecha Position: Director Company: AccuraCast Skills: SEO, PPC, Mobile SEM, SMM Work:
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
Contents
Get a clear understanding of the fundamental principles of mobile SEO, the factors impacting mobile ranking and the key building blocks for mobile SEO
1. Mobile search & results
2. Search formats
3. Site accessibility
4. Mobile SEO
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
© 2008 AccuraCast Limited
Search Engine Optimisation
What is search engine optimisation?– Search engine optimisation (SEO) is a marketing strategy that
refers to all activities including designing, writing and coding a site with the intention of enabling search engines to index it and rank it higher for relevant keywords.
Why SEO ?– Zero cost per click
– Increased visibility (>75% visitors click organic)
– Without optimisation, a site will be more than likely lost among the thousands of other mobile sites
Phone: 0800 019 6813www.accuracast.com
© 2008 AccuraCast Limited
Advantages Of SEO
Targeted Traffic Increase brand visibility High Sales and ROI Faster, smaller pages Longer term positioning Cost-effective
Phone: 0800 019 6813www.accuracast.com
© 2008 AccuraCast Limited
Mobile Search v Desktop Search
Mobile search queries mimic desktop Searchers use the same number of keywords, on
average, per query – 2.45 v 2.56 on mobile and 2.64 on PDA
Mobile users perform fewer searches per session, click through less and are more likely to go to the 2nd search results page– 2.0 queries per session on mobile
– 1.7 clicks per query on mobile
– 10.4% go to 2nd page
Source: Google – Deciphering Trends in Mobile Search, M. Kamvar & S. Baluja
Phone: 0800 019 6813www.accuracast.com
Mobile Search Results
Shorter headlines & snippets Only 2-3 results above the fold Sponsored links at the bottom Layout of search results varies on search engines Universal search used on all except Ask.com mobile
© 2008 AccuraCast Limited
Phone: 0800 019 6813www.accuracast.com
Changing Face of Mobile Search
Text Local & Image Audio Video
© 2008 AccuraCast Limited
Phone: 0800 019 6813www.accuracast.com
Search Engine Accessibility
Mobile mark-up languages Correct HTML headers Mobile site map Spider-friendly links Page content User input Mobile site submission
© 2008 AccuraCast Limited
Phone: 0800 019 6813www.accuracast.com
Optimising HTML Headers
Write short, concise title tags– 60 character maximum (including spaces)– ~38 characters shown
Provide short, accurate description tags– 250 character maximum (including spaces)– ~85 characters shown
© 2008 AccuraCast Limited
Phone: 0800 019 6813www.accuracast.com
Optimising Content
Design for low-end phones URL structure simple yet descriptive Use concise, yet descriptive text Always provide alt text with images Provide text-based links Use descriptive anchor text in links Build targeted pages Use semantic structure to highlight text
© 2008 AccuraCast Limited
Phone: 0800 019 6813www.accuracast.com
Building Trust
Provide valuable content Update content regularly Add fresh content regularly Link to your mobile site from your main site clearly Obtain links from other relevant sites to your site
– Links from mobile sites preferred
Maintain content and links
© 2008 AccuraCast Limited
Phone: 0800 019 6813www.accuracast.com
Things You Should NOT Do
Don’t hide text Don’t use purely dynamic URLs Don’t block mobile search spiders Don’t redirect pages unnecessarily Don’t stuff keywords in alt text Don’t stuff keywords in hidden divs Don’t stuff keywords in meta data Don’t stuff keywords in links Don’t stuff keywords in the text!
© 2008 AccuraCast Limited
Phone: 0800 019 6813www.accuracast.com
Things You Should NOT Do
Don’t link to bad neighbourhoods Don’t link to irrelevant sites Don’t buy links just to boost PageRank Don’t sell links to irrelevant sites without “nofollow” Don’t buy site-wide links Don’t over-use reciprocal link exchanges
© 2008 AccuraCast Limited
Phone: 0800 019 6813www.accuracast.com
Things You Should NOT Do
Don’t create long URLs Don’t overuse JavaScript Don’t dilute keywords Don’t duplicate content Don’t target irrelevant keywords Don’t over optimise
© 2008 AccuraCast Limited
Phone: 0800 019 6813www.accuracast.com
Thank You!
Farhad DivechaDirector, AccuraCast
Phone: 0800 019 6813
© 2008 AccuraCast Limited